Word: kellogg
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Dates: during 2000-2009
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Thanks to a flooded plant in Atlanta and a broken bakery in Tennessee, Kellogg Co. confirmed last week that it will have to ration its Eggo shipments well into next year. Considering the brand claims nearly 70% of the frozen-waffle industry, the shortage has been called a national calamity, further proof of global warming's reach, a sign of the apocalypse, evidence of a corporate conspiracy and a good opportunity to cash in. (Witness the Katy, Texas, resident who posted a "rationed" box of Blueberry Eggos on eBay - "toaster not included...
...1930s created a dry waffle batter that only needed one ingredient: milk. When demand spread beyond their hometown of San Jose, Calif., Frank invented a carousel-like contraption that could churn out thousands of waffles in an hour, which could then be frozen and shipped. Kellogg bought the company in 1970 and introduced the catchy slogan "Leggo My Eggo" in 1972 - the same year a coach at the University of Oregon revolutionized athletic shoes by using a waffle iron to create better traction on the rubber soles of his sneakers...
Cereal makers have responded to the obesity crisis by reducing calories, fat and sugar and boosting fiber and vitamins. Twelve of some of the country's largest food players - including Kellogg, General Mills and Quaker's parent company, PepsiCo - have promised to market only "better for you" foods to kids under 12. Of course, companies decide what counts as "better for you," ensuring that their products meet the standards. (Read "Watching TV: Even Worse for Kids Than You Think...
...spokeswoman for General Mills said the company declined to comment for this story, but Kellogg CEO David Mackay defends his firm's much maligned Froot Loops, noting that the cereal is a good source of vitamins A and C. And those 12 g of sugar? "Twelve grams of sugar is 50 calories," says Mackay. "A presweetened cereal as part of a regular diet for kids is not a bad thing." But it's hard to argue that it's a good thing either...
According to co-author Adam Galinsky, a social psychologist at Northwestern University's Kellogg School of Management, society relies on incentives, in the form of rewards and punishments, to encourage people to conform to certain standards of behavior. "Economists and even psychologists haven't been paying much attention to the fact that small changes in our environment can have dramatic effects on behavior. We underemphasize these subtle environmental cues," he says...